Channel 4 raises stakes in battle for VOD advertisers

Channel 4 is developing a fresh set of data tools for marketers to target sub-demographic audiences of its video on demand service as it looks to raise the stakes in the battle with rival broadcasters for advertising revenue.

One Born Every Minute

Broadcaster to provide “big data pool” offering sub-demographic targeting for advertisers during 4oD screenings of shows like One Born Every Minute (pictured).

The media company is to offer advertisers what it calls “granular insight” into its 6.5 million registered online users. The “big data pool”, developed with Experian, allows them to target viewers of catch-up service 4oD on the basis of socio-economic group, family status and shopping habits as well as age, gender and location, the broadcaster claims.

The broadcaster is currently briefing agencies on the plans. It is hoping to run a trial with 12 of their clients for two months from mid-March.

Head of digital and partnership innovation at Channel 4, Jonathan Lewis, told Marketing Week the data tool is a “real step forward” for the broadcaster as it “goes deeper” than previous efforts. “Adapt” - which allowed advertisers to target just on the basis of age, gender and location – launched to market last month.

Broadcasters are racing to develop fresh targeting opportunities for advertisers as the volume of data on consumers increases with the uplift in non-linear viewing.

Last week, BSkyB launched AdSmart, an online ad product allowing brands the chance to target audiences in real time during ad breaks. Virgin Media and YouView are believed to be preparing similar services while ITV is to launch a Pay TV service to garner more data from its online viewers.

Readers' comments (2)

  • Hi Russell, When you say broadcasters are developing fresh targeting opportunities for advertisers as the volume of data on consumers increases because of a ‘shift towards non-linear viewing’, what is being shifted away from? It certainly isn't linear TV viewing because that is very stable at 4 hours a day after years of record growth. Linear and non-linear (on-demand) TV happily co-exist. They complement each other and are watched for different reasons – and linear is the main fuel of the growth in on-demand viewing. Neither is a threat to the other. Do you mean a shift from reading newspapers or collecting stamps or something else that might be declining?

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  • @Simon Tunstill. Thanks for the spirited and detailed response. I made the statement based on sources from around the world that pointed to a decline. I accept, in retrospect, evidence is scant of a shift here in the UK in spite of predictions to the contrary and that's where the broadcasters mentioned ply their trade. I have changed it to read "increase in non-linear viewing".
    Russell Parsons

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